The widespread introduction of information technologies into all spheres of human life has transformed the needs of customers in the real estate market. As a result, the PropTech ecosystem has emerged, a component of which are financial services provided on the basis of financial techno­logies. The aim of the research is to identify the components of the PropTech ecosystem and clarify the place of financial services in it. The research has put forward two hypotheses: the first is that PropTech is trans­forming into an ecosystem whose partici­pants are interconnected and provide comple­mentary services to clients; the second is that FinTech is a significant participant in the PropTech ecosystem, providing financial support for real estate transactions. To test the hypotheses and achieve the aim, the following methods were used: comparative, systemic and graphical. Prog­ram­matic, subject and behavioral approa­ches to understanding PropTech have been proposed. The technical, economic, social and psychological factors of the PropTech emergence have been iden­ti­fied. The characteristic features of the PropTech evolution stages have been systematized. The global PropTech market has been analyzed. The com­position of the PropTech ecosystem is propo­sed based on the combination of participants with a digital platform and the use of information technologies. The advantages and disadvantages of the functioning of financial services within the PropTech ecosystem, threats and opportunities for their development have been identified

A new methodological approach to fore­casting stress periods in the banking sector based on the use of logistic regression is considered. The model takes into account the critical shortcomings of traditional banking stability indices, which are mainly descriptive tools and do not have the predictive potential necessary for proactive risk management. It is hypothesized that existing macroeconomic and bank performance indicators cannot adequately predict the stability of the banking sector, since they mostly reflect previous and current conditions, rather than future risks or stress periods. Using annual changes in key bank balance sheet indicators, the proposed model provides an effective forecasting system with reliable performance indicators. A key feature of this research is its ability to identify the most signi­ficant indicators contributing to stress in the banking sector, especially under martial law. The model identified other critical factors of bank activity that significantly affect the level of stress, including capital adequacy, liquidity ratios, and the structure of assets and liabilities, which should be prioritized in the monitoring system. The forecasts of stress periods obtained using the model which demonstrates significant correlation with the indicators of the Financial Stress Index (FSI) of the National Bank of Ukraine, confirming its reliability. However, such a model goes further, offering practical conclusions that allow regulators to anticipate stress events, and not just analyze them retrospectively. In addition, the research offers a practical method for using open data provided by the NBU to conduct such forecasting resear­ches, ensuring transparency and reproducibility. By integrating publicly available datasets, the study demonstrates a scalable approach that can be adapted to other contexts. The research results contribute to the field of financial stability research by bridging the gap between descriptive analysis and predictive modeling, providing regulators with a powerful tool for timely interventions and mitigating systemic risks in the Ukrainian banking sector during periods of heightened uncertainty

Eco-branding is an essential tool in modern marketing that fosters consumer trust and streng­thens the environmental image of brands. For FMCG companies, this entails integrating ecolo­gical values into brand positioning strate­gies, implemented through the use of slogans, packaging design, and other elements that symbolize a connection with nature. However, alongside the growth of eco-branding, the phenomenon of greenwashing has become increa­singly prevalent – a marketing tactic that creates a false perception of a brand's environ­mental sustainability. It has been examined that the essence of greenwashing and substantiates its negative impact on consumers, the market, and brands, including loss of trust, a reduction in loyal customer bases, and stricter regulatory requirements in the research. A classification of greenwashing types based on communication methods, areas of influence, and levels of environmental responsibility have been proved. The research hypothesis suggests that trans­parent communication, supported by certifi­cation and genuine ecological initiatives can minimize greenwashing and enhance brand competitiveness. The methodological basis of the research includes an analysis of contemporary scientific and applied literature, as well as a review of successful practices in the field of eco-branding. A step-by-step eco-branding strategy for FMCG companies is proposed, aimed at avoiding greenwashing, ensuring the long-term development of the brand, and strengthening consumer trust. The research emphasizes the importance of tools such as life cycle asses­sment, transparent reporting, and independent certification, which ensure the authenticity of a brand's environmental image and its sustainable growth

In the context of dynamic technological changes, the intelligence of the economy is becoming particularly relevant, forming new standards of management activity, where the key resource is not only information, but also the ability to interpret and apply it to make strategic decisions. In brand management, intelligence opens up opportunities for developing unique brand strategies based on a deep analysis of consumer behavior, forecasting market trends and increasing the effectiveness of marketing campaigns. This requires rethinking traditional approaches to brand management and finding new ways to integrate digital tools to increase the consumer value of the brand. The aim of the research is to substantiate the emergence of the Branding 3.0 concept in the process of brand management intellectualization. The research is based on the hypothesis that it is the intelligence of the economy and management that has led to the emergence of the Branding 3.0 concept as a key element of modern brand management. The research methodology is based on the theoretical foundations of behavioral economics, generation theory and modern marketing approaches, as well as the use of historical and logical methods, analysis and synthesis, concepttualization, systematization and structural modeling. The research identifies the prerequisites for the intelligence of brand management, improves the periodization of the evolution of brand management in the process of generational transformation, which reflects the movement from simple product-oriented branding to complex data-driven strategies. The terminological apparatus of brand management is developed; conceptual changes in the formation, positioning and development of brands are characterized, as well as changes in the labor market due to new challenges to the professional development of specialists in this field. The essence of the Branding 3.0 concept is revealed and its system-forming elements are substantiated. The main stages of the brand roadmap are identified and its tools are systematized in accordance with the tasks of each sub stage. The considered advantages, disadvantages, and practical examples of the application of the latest technologies in brand management allow us to conclude that brands need to adapt to intelligence in order to ensure strategic advantages in the market

Building an employer's brand is a strategic objective for modern companies, as it allows them to attract talented employees who are motivated to achieve the company's goals. This helps to improve corporate culture and enhance the company's business reputation. In a world where competition for qualified personnel is growing and job requirements are evolving, a strong employer's brand is becoming a key competitive advantage. The research is based on the use of methods such as theoretical generalization, comparison and ranking, and statistical analysis. The content of the employer's brand value proposition for Generation Z is determined. The components of the employer's brand value proposition among the representtatives of generation Z are ranked. The components of the value proposition of the employer's brand of the researched enterprises in the retail sector are ranked in terms of their degree of development. The degree of compliance of the components of the employer's brand value proposition with the expectations of the representatives of generation Z at the researched enterprises is determined. Proposals aimed at shaping the development of the employer's brand for the researched enterprises are developed. The hypotheses about the expediency of ranking the components of the employer's brand value proposition to determine their importance for representatives of generation Z are formulated and empirically tested; ranking the components of the employer's brand value proposition in terms of the level of their development in the researched enterprises; Spearman's rank correlation coefficient allows to determine the level of compliance of the employer's brand of the researched enterprises with the requirements of the representatives of generation Z and to propose proposals for its further development

The role of strategic investors in the evolution of niche marketplaces, particularly in Ukraine, has been analyzed in the research. Automation and digitalization have become the key factors for efficiency in modern business. An important element of this process is a marketplace. They force traditional markets to adapt to new conditions. It is hypothesized that strategic investments in niche marketplaces contribute to long-term market development, leading to sustainable economic growth. The research was carried out through the analysis of literary sources, comparative analysis and the case study method. The fact that venture capital funds usually invest in marketplaces targeting high future returns was shown as a result of our investigation. However, strategic investors have a different approach. They direct their investments not only towards making a profit but also towards market development, creating long-term value, implementing innovations, advancing industry growth, building communication channels with customers, and obtaining valuable data for a better understanding of customer needs and market trends, as well as attracting organic traffic to meet specific market demands. Niche platforms among all variations of marketplaces deserve special attention, as they often represent unique opportunities. Such companies as EpicentrK.ua and Cropwise Operations are among examples of strategic investments in these marketplaces. They demonstrate how technological solutions can boost efficiency and productivity, ultimately leading to sustainable economic growth and development. These examples demonstrate that strategic investors prioritize developing market structures and creating high value for consumers

The new conditions of the digital environment and the formation of the impression economy have caused the transformation of marketing, which involves the introduction of innovative strategies, methods and tools of digital marketing into the activities of enterprises to form a positive immersive experience for customers on the basis of impressions created by enterprises. The aim of the article is to substantiate the concept of metamarketing, which is based on the offer of impressions in the modern conditions of the digital environment. The hypothesis is formulated: the formation of the impression economy in the digital environment has led to the transformation of marketing, which includes digital marketing and impression marketing. The convergence of these types of marketing forms its new concept, in particular metamarketing, which involves the application of digital marketing methods and tools to create and provide impressions in physical and digital space. General scientific and special methods were used: analysis and synthesis, systematic, comparison, logical generalization. The research carried out: substantiation of the importance of impressions for producers and buyers; systematization of strategic directions for ensuring customer impressions; highlighting key elements and principles of the impression economy and formulating the author's definition of the "impression economy in the digital environment"; systematization of the conditions of application, management decisions, limitations and risks of marketing concepts in evolutionary development; substantiation of the concept and formulation of the definition of metamarketing for forming impressions of enterprise customers in the digital environment

The relevance of this research stems from the increased attention to ethical standards in the EU's professional accounting field, especially regarding anti-corruption, conflict of interest prevention, and the implementation of transparent reporting practices. Ukraine, on the other hand, faces limitations in its regulatory framework and practical tools for ensuring ethical conduct among accountants. Applying European experience amid growing risks and conflicts of interest allows for an assessment of methods that can strengthen ethical standards in Ukraine. The main challenge lies in adapting and implementing European ethical standards in Ukraine, where institutional structures and a culture of high ethical standards for accountants remain underdeveloped. The question is how best to integrate the EU's practices into the Ukrainian system, given regulatory constraints, existing risks, conflicts of interest, and insufficient whistleblower protections. The adaptation of European ethical standards for professional accountants, together with a suitable regulatory framework and the development of transparency institutions, can significantly reduce corruption risks and minimize conflicts of interest in Ukraine's accounting field. This would foster greater trust in the profession and contribute to economic stability, providing a solid foundation for business growth and investment. Measures are proposed for integrating European experience in professional accounting ethics in Ukraine. A hypothesis is proposed that the implementation of EU experience in ensuring high standards of professional ethics for accountants will enhance transparency, accountability, and independence in the accounting profession in Ukraine, supporting its integration into the European framework. The research methodology includes a systematic approach, content analysis, synthesis, heuristic methods, deduction, and comparison. Based on the research findings, measures have been proposed for adopting European practices to ensure professional ethics among accountants in Ukraine. Recommendations include adapting ethical standards to crisis conditions based on the International Code of Ethics for Professional Accountants, establishing an independent oversight body, developing mechanisms for preventing, detecting, and disclosing conflicts of interest, and implementing anti-corruption initiatives and anti-money laundering measures. Additionally, integrating Ukrainian professional organizations into the European community, supporting ethics through training and certification, enhancing corporate social responsibility, and creating a rating system for ethical violations are also recommended